Programmatic Ad Spending Is Exploding, Driven By Major Investments In Video And Mobile

Automated ad buying and selling tools are increasingly driving digital ad sales in the U.S. That means less human-mediated, manual sales, and more opportunities for ad tech specialists to gain a share of ad spend.

A new report from BI Intelligence finds that mobile and video will see the biggest growth in spending. By 2017, more money will be spent buying mobile and video ads via real-time bidding than will be spent on desktop display real-time bidding ad inventory.

There are still a number of barriers to adoption. Top barriers include brand worries that they will lose control over where their ads will appear, internal resistance at ad agencies, and lack of transparency in the industry over methods and results.